SEO and PR: a diplomatic marketing mission
Last week I had a long conversation with a friend who specialises in website design and optimisation, discussing social media’s benefits for SEO. We had lots to talk about as there is plenty of common ground between getting Google love and PR – this lies mainly in the form of content. Although it’s a better-dressed but not so new kid on the block, content is what marketing people are and should be getting fired up about.
This uniting talking point for people in marketing, web, online, film, photography, digital, PR and social media is a really good thing – for better practice and of course, clients. It’s about time providers across the various marketing disciplines started communicating positively. Agreeing on what comprises good content has been a welcome ice breaker.
Content used to be a term more synonymous with those working in the web world – content management systems and websites have now become more household terms as far as clients are concerned – with most identifying from the off that they want a site or a blog powered by WordPress or similar, to be able to edit, update and control their own online material – or, content.
Then of course came social media’s rise to fame – empowering people (almost everywhere in the world) to post blog items, articles, tweets, Facebook posts, Instagram posts, Pins, LinkedIn and Google+ updates and now short Vine films, to not only communicate and share information about themselves, but about their businesses too. A further significant knock-on effect in the content world is demonstrated by the growth of online and digital news services. Content is no longer jargon reserved for the web community, it’s much more holistic. And now all us marketing people agree that the curation and creation of good content is important for clients, we can more easily work with each other.
Just five ways (there are plenty more) in which Avalanche’s use of social media complements the work done by SEO and other marketing providers:
1. Campaign planning – aligning social media messages and timing with SEO activity
2. Incentivising click-throughs and conversions for specific page/product sales
3. Generating high value, high profile and shared blog posts and online news
4. Communicating with a consistent, clear and more importantly, human voice
5. Using feedback from customers and media to develop content and new campaigns
…we’ll also use it to grow brand following.
It’s good to be social and if at least half of website sales are to be generated by social media activity in the next two years, it’s no bad time for PR and SEO people to start talking.
Here’s a brilliant reminder from marketing software specialists Vocus on the power of social to drive online sales.